Nike Background - 966 Words

Background information: Iconography Explanation Nike Heritage NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology. He sat next to Zeus, king of the Olympian pantheon, in Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided first battle in history. A Greek saying: When we go to battle and win, we say it is NIKE. Synonymous with honored conquest, NIKE is the twentieth century footwear that lifts the world s greatest athletes to new levels of mastery and success. Swoosh The NIKE embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. (From Nike Consumer Affairs packet, 1996) The Swoosh The Swoosh†¦show more content†¦If Nike did not start the fitness revolution, Knight says, at least there. And we are confident that ran for a hell of a ride (Katz, 66). The 80 and 90 produce increased profits as Nike began to assume the appearance of athletic giant, rather than the underdog of old. Advertising Age named Nike the 1996 Marketer of the Year, citing the ubiquitous swoosh ... was more recognized and coveted by consumers than any other sports brand - certainly brand (Jensen, 12/96). That same year, Nike s revenues were a staggering $ 6.74 billion. Expect sales of $ 8 billion in fiscal 1997, Nike has targeted 12 billion in sales by 2000. And all from the back of a car. Few can question Nike s financial hegemony. But nearly $ 7 billion in revenues clearly begs the question, what sells these shoes? It is my contention that the power of Nike to sell comes from deep longings of cultural integration and sport individual achievement. These seemingly paradoxical desires collide in the hearts and minds of consumers and produce the unyielding zeal for Nike shoes and clothing. Unfortunate effects of this heat can be found in the killings of Nike apparel in 1991, and the profusion of Nike collectors and websites designed around the company s products. (See list of web pages in the Works Cited page) Nike appeals to these disparate elements of Americans personalities through an advertising philosophy that is atShow MoreRelatedNike Business Case Study1380 Words   |  6 PagesEven though every company should act ethically correct, not everyone does and Nike is a great example of that. Nike is a company who grew fast and looked for a cheap way to manufacture th eir products, by manufacturing overseas. Nike had a strong start but when people started protesting the company and their name was being dragged, they acted fast to recover to be the huge business they are today. Background The company Nike was founded in 1962 by Stanford University business graduate, Philip KnightRead MoreNike And Challenges Of Nike Inc. Essay1349 Words   |  6 PagesExecutive Summary Nike was founded in 1972 by Philip Knight and Bill Bowerman. The focus of this report would be an analysis of how Nike’s manages and delivers its service to its customers. It also looks into Nike’s emphasis on its product quality and innovative design to meet the ever changing consumer preferences. By looking at its current strategies that Nike adopt and its appropriateness, this report will provide you a better understanding on how consumer see Nike and challenges that Nike Inc. facesRead MoreHow Does Nike Improve The Quality And Reduce Carbon Emissions?1345 Words   |  6 Pagesbecome the most significant environmental issues. It can be said that those affect community, occupational health and safety, and workforce development. Thus, Nike appreciates and follows ongoing improvement in these areas as can be seen throughout this report. 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